Dec 21st 2013
“SCHREI vor Glück oder schick’s zurück!” went
the slogan for Zalando, a big German online retailer: “Scream for joy or
send it back!” But so many people took up the second half of the slogan
that Zalando now uses just “Schrei vor Glück!” in its marketing.
--
A new study by Christian Schulze of the Frankfurt School of Finance and
Management seeks to put some hard numbers on the scale of the
serial-returner problem. Mr Schulze studied 5.9m transactions in
Germany, involving 166,000 customers, for a large European online
retailer. He looked only at those who had bought at least five items
over a five-year period, and found that 5% of them sent back more than
80% of the things they had bought; and that 1% of customers sent back at
least 90% of their purchases. Without the cost of returns, the
retailer’s profits would be almost 50% higher, the study found.
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